Dairy giant Fonterra has launched a new campaign – the first outputs from a new long-term strategic positioning via Bettle–Associates.

The ‘Your Co-op’ campaign is a reorientation of the brand that focuses on securing quality, sustainable Kiwi milk supply as part of a refreshed strategic direction to unlock greater global market access.

It has been well received by farmers and agricultural media pundits alike, with Farmers Weekly noting it worthy of ‘Top Communicator’ status, calling out the campaign as “excellent work” and “brilliant (in) the way that it positions the whole Fonterra ecosystem”.

“‘Your Co-op’ is shorthand for the connected set of value propositions that has been defined to help Fonterra to build pride, trust and belonging amongst its owner farmers and the Co-ops global operations,” says Bettle–Associates’ Will Peart.

“The Co-op and all of its teams and tech and tools all exist to get the most out of every drop of farmers’ milk – and this campaign is all about making that clear.”

Fonterra CEO Miles Hurrell launched the initiative to its farmers at the Co-op’s AGM last month with a long-format film, with the broader communications launching in December and into the new year – including short-format film, direct-to-farmer channels and a mix of digital and printed agri media. The rebranded ‘Your Co-op’ milk tankers will be out across the country soon.